These Honda Fit Ads Disappear Into the Back of the Car

Optical Tricks Plug the Car as Small But Roomy

Honda, which is fond of using visual razzle-dazzle in its ads, is unleashing some new optical tricks as it seeks to inject new life into its subcompact Fit.

The campaign for the 2018 model comes as small-car sales continue to slump. Honda is trying to spark new interest with a range of content across multiple platforms that it bills as its “most robust multicultural, mobile and social-driven campaign to date.”

The campaign plugs the car as a small but roomy vehicle for entry-level buyers. One video by RPA, seen here, begins with a typical backyard scene. Then suddenly the entire ad set gets packed into the back of the Fit.

Another spot, geared for Hulu, shows the video player’s buttons being tossed into the back of the car. Video ads for Snapchat and Instagram stories show emojis and other visual elements native to the apps being tossed into a Fit. This weekend, Honda runs geo-targeted Snapchat filters targeting people celebrating Labor Day weekend. In mid-September, Honda goes after college students with filters targeting college campuses.

Honda’s visual tricks come as marketers search for ways to keep ads compelling in the era of ad-skipping and blocking. Insurance marketer Geico has proven to be a master at the tactic with ads such as its “Unskippable” pre-roll ad campaign in 2015 that won the Film Grand Prix at the Cannes Lions International Festival of Creativity.

Honda and RPA have a track record of putting out video eye candy, including ads made by stop-motion artist Pes. Earlier this year the automaker made celebrity yearbook photos come to life in a Super Bowl ad for the CR-V SUV.